Qingdao Daily/Guanhai News, May 13 Good mountains and good water make good wine. As the beer capital of China, Qingdao has never lacked good wine. In recent years, with the increasing demand of consumers for beer quality and diversification, the craft beer industry has also started a vigorous development trend, showing a scene of "a hundred flowers blooming". As a local digital craft beer enterprise at the foot of Laoshan Mountain, Qingmai Craft Puree Beer has won the hearts of 5 million beer "pilgrims" with its unique mountain and sea resource conditions, technological innovation and "new retail" sales concept. "High quality, good service, fresh and delicious, is the concept that Qingmai has been pursuing." Xu Shubo, founder and CEO of Qingmai, said that Qingmai insists on making beer with its heart, empowered by digital Internet thinking, and strives to provide consumers with craft beer that they want to drink, taste and drink often, and strive to become a leading craft beer brand in China.
Origin: Rooted in the core production area of Laoshan, the whole chain production is only for a good wine
Qingmai factory is located at the northern foot of Laoshan Mountain, Qingdao, covering an area of more than 20 acres, with a 10,000-ton modern brewing production workshop and an innovative R&D center, with an annual output of 15,000 tons of craft beer. "Good water makes good beer. The Laoshan water, the source of the ancient glacier, is pure and sweet, and is one of the world's three high-quality water sources, injecting a unique taste and soul into the green barley beer. The fresh air and abundant sunshine also provide the best environment for the fermentation and brewing of beer. Mr. Xu said that the geographical environment and climatic conditions of Laoshan mountain and sea provide a unique advantage for brewing high-quality beer, and Qingmai will take root in the core production area of Laoshan to breed a good wine.
The main color of the green wheat factory is green and yellow, echoing the color of the product, and the factory has set up a production area, a brand area and an office area, and the walls are depicted with the brewing process of craft beer and the world's major beer producing areas, and hops are also planted in the factory yard, focusing on immersive production. According to Mr. Xu, Qingmai Beer hopes to have zero distance with consumers and welcomes beer lovers to come to the factory to trace the source, "In the future, Saturdays and Sundays will be used as open days for users, and everyone is welcome to watch the brewing process of craft brewing and feel the atmosphere and culture of craft brewing." ”
Advanced: Product iteration continues to break through, and the ingenuity and taste are far away from "fresh"
In addition to the selection of factory locations, green barley is also very harsh on brewing raw materials, and yeast, as the soul of craft beer, can not only affect the taste of beer, but also affect the quality of craft beer. Green Barley uses self-cultivated Green Barley No. 01 yeast, which can better release the aroma and flavor during the beer fermentation process. The hops produced in cooperation with China Agricultural University are selected, the beer flavor is enriched by the ale fermentation process, the wet crushing malt effectively reduces the astringency of the liquor, and the first wort is refined, and hops are added to increase the aroma of the liquor after the whirlpooling process, and finally the sand taste is increased by the small pot brewing process to ensure that each process is carefully polished. It can be said that green wheat craft brewing has achieved "step by step" in the winemaking process.
At present, the Green Wheat brand offers a variety of flavor craft beers, such as German wheat white beer, lager yellow beer, classic IPA and various flavors of fruit beer. This year, Green Wheat has launched a new 500ml canned small-scale design of 12°P craft beer, opening up the beer to the public, which was previously reserved for brewers. "This is the only 500ml craft beer in the market, and consumers have no burden to drink. It is characterized by "freshness" and has a shelf life of only 14 days, ensuring that every bite is fresh and pure. "Mr. Xu said that time is the biggest enemy of fresh beer, and this time Qingmai will come to challenge." Because the model of green wheat is F to C, after the consumer places an order, the factory produces canned beer and then distributes it to the consumer, so that consumers can taste the fresh beer with a fruity aroma of Ahmai for the first time. ”
Success: From online to offline, the new retail format has flourished in craft brewing culture
As a digital craft beer company with Internet genes, Qingmai currently has more than 5 million users, and its online channels are leading in the industry. "Qingmai is actually a well-known online brand, with high exposure on various Internet platforms, and in the 9 top rankings of Tmall-related categories, it can account for 7 at most, but Qingmai's offline ability is not strong, so this year's strategic layout is to open stores offline." Li Jinyong, partner and deputy general manager of Qingmai Company, introduced that Qingmai's first offline experience store will be unveiled in Qingdao Zhongshan Road Centennial Courtyard - Taixingli in May.
When it comes to the experience store in Taixingli, Mr. Li has a deep outlook for it. "The iteration of the current business model has entered the new retail format, online drainage and product promotion, offline experience and delivery, our new store in Taixingli is also based on this consideration, it serves as a fulcrum, has both online and offline interactive attributes, and takes local life and community life as the service positioning, converts online users, and obtains offline users." It is understood that Taixingli Qingmai offline store will be equipped with "5S" function, respectively, tasting, sales, gourmet restaurants, social platforms and salons five parts, in addition to the store's regular sales tasting activities, will also open craft beer training courses, including beer culture, brewing and tasting, Mr. Li said that Qingmai hopes to popularize some beer culture and knowledge in the best way possible, do a little public welfare activities, help the spread of craft beer culture and the prosperity of the industry, and constantly improve and meet the quality of life of consumers. (Qingdao Daily/Guanhai News Reporter Zhao Na/Text Huang Shuo/Photo)
(Author: Zhao Na Huang Shuo)